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Follow on Google News | Ski giant phones `dad’ in David & Goliath spatDirectski.com has ruffled the feathers of UK ski giant Crystal Ski
By: Directski.com The campaign was sparked after Mr. Collins senior received a phone call in September from a senior executive from Crystal Ski complaining that Directski.com had shown their prices to be up to 15.4% cheaper in a client newsletter, comparing like for like. The phone call inspired the advertisement in the Sunday Times (30th October), a mail-shot to Directski.com’ Marketing Director Neal Collins said “It’s a fun campaign, but with a serious, underlying message. In September we sent out an email letting people know that our skiing holidays were on average 15.4% cheaper than Crystal ski, because, well, they were. Crystal Ski didn’t like this and instructed a senior executive from the company to phone our dad to complain about us! We’re a bit old to be sent to bed with no dinner, or grounded, and it seemed hilarious to us that Crystal would actually complain about our marketing techniques to our dad. But what they weren’t counting on is that the Collins family are such keen skiers that we want everyone to be able to enjoy the sport, so he has supported us 100% and is happy to highlight Crystal Ski’s efforts to silence us”. Neal Collins continued, “On a more serious note the UK and Irish ski industry is currently facing one of the most challenging periods ever and both the Ski Club of GB and Crystal’s own figures claim that up to 25% fewer skiers are now taking ski holidays than when ski holiday figures peaked in 2008. Price is a very strong factor in deterring people from skiing. When we came into the ski business in 2000 we knew that the only way to keep ahead was to cut out all unnecessary expenditure and keep ski holiday prices as lean and keen as possible. We were one of the first holiday companies to switch to online bookings and every summer we literally examine every aspect of our operation, from the time spent sending unnecessary e-mails to the pounds companies spend on glossy brochures, or keeping a call centre running when people are often happier to book from their PC’s. Crystal Ski did a magnificent job of bringing skiing to the mass market during the 1990s, but the industry doesn’t stand still and it’s now down to companies like ours to keep skiers skiing, by making ski holidays far more affordable. Our margins may not be as big as the ski company giants, but equally we haven’t dropped sales over the past few years. In fact in 2010 we increased significantly the number of skiers we send each year with the acquisition of the chalet holiday specialist Ski Beat. It’s a David and goliath situation and we will certainly stand our ground when it comes to fighting the cost of skiing down, so it’s great to have Frank Bruno and our dad fighting our corner too”. End. PICTURED, left to right: Anthony Collins (age 40, CEO, Directski.com) * YouTube video link http://www.youtube.com/ Directski.com PR contact : Mary Stuart-Miller, mary@mstuart- End
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